How do you transform a brand that’s historically been seen as transactional into one that people feel emotionally connected to? You create something so unexpected, so disruptive, that it stops the scroll and gets The Culture talking.

Enter a feed-breaking love story that doesn’t chase attention; it commands it.

Set against the warmth and magic of the holiday season, we didn’t just release a campaign; we delivered a long-awaited gift. The Love Jones universe, re-ignited. Not reimagined. Not rebooted for nostalgia’s sake. Continued.

Darius and Nina are still together. Still choosing each other. And now, through the eyes of their daughter Poet, who is a budding photographer herself,  the story unfolds with intimacy and intention. Her lens captures what time has added. No clichés. No shortcuts. Just the next chapter that consumers had been waiting for, inviting viewers in while allowing Walmart to say we see you in a way that feels earned, not performative.